Most customer programs are driven by insights derived from a limited set of channels that no longer reflect where and how customers talk. In the years when marketing, sales and service management theory were being developed, the main channels for gathering customer insight were research based. Today the smartest companies are asking why don't we use real-time voice of the customer to augment our more traditional approaches to insight generation? Why not start listening to actual promoters and detractors rather than just their facsimile?

1. digital
Reimagining Business
PwC Digital
actual promoters
16th October 2014

2. Introductions
Jason Juma-Ross
Lead Partner, Digital Intelligence
pwc
Anthropologist, strategist, digital participant
since the 1990s. Rubbish dancer. Waterman
digital
Reimagining Business
PwC | 16 October 2014 2

3. Intelligent enterprises will be places where customer
knowledge is drawn from everywhere, and shared
across the entire enterprise, so all stakeholders can
act upon it and measure the results
Forrester, 2014
The Age Of The Customer Requires A More Intelligent Enterprise
PwC | 16 October 2014 3

4. actual promoters
Australia: state of the nation
Source: PwC analysis
PwC |
One of the
world’s ‘High
Access’ countries
23m Australians
17m Online
16m Smartphones
14m Social Media
10m Mobile Social
16 October 2014 4

5. actual promoters
Where we listen is not where customers talk
Four limitations of
traditional research
Survey research
Laggy
Long lead time to results
Lossy
Richness stripped out
Loose
Tenuous connection to interactions
Social Media
Web Chat
Call Centre
Limited
Restricted sample: ~1% of customer voice
PwC | 16 October 2014 5

6. actual promoters
The real voice of the customer is loud & clear
e.g. Combine NPS
with ‘Actual
Promoter’ data to
build ‘intelligent
enterprise’ capability
The days of siloed
information, long surveys,
and simple scores are over
John Sperry, 2014
Survey research
Social Media
Web Chat
Call Centre
PwC | 16 October 2014 6

7. Actual Promoter Score Dashboard
PwC | 13 October 2014 7

8. Actual Promoter Score Dashboard
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9. Advocacy Drivers
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10. Source: 1999 The Cluetrain Manifesto
PwC |
When you think of the Internet, don’t think of Mack
trucks full of widgets destined for distributorships,
whizzing by countless billboards.
Think of a table for two.
1999
@man
16 October 2014 10

11. Thank you!
jason.juma-ross@au.pwc.com
@ideasoc
PwC | 16 October 2014 11